| 摘要: | 本研究利用最適刺激水準來區隔冒險旅客，區隔後利用社會人口統計變項以及冒險旅遊相關變數對各區隔集群進行解釋。本研究抽樣方式為便利抽樣，有效問卷有297份，問卷調查地點包括了戶外以及室內的攀岩場地。資料分析方面採用因素分析及集群分析來將冒險旅客分類，爾後再利用單因子變異數分析以及卡方分析來判斷各區隔集群間最適刺激水準、社會人口統計變項及冒險旅遊相關因素是否有差異。
本研究首先利用因素分析將最適刺激水準分為九個構面，分別是改變的激勵、特殊刺激的激勵、驚喜的激勵、安全的激勵、不偏好活動的激勵、環境的激勵、感官享受的激勵、探索的激勵以及熟悉的激勵。爾後利用此九個構面將冒險旅客區隔為四個集群，分別為「安全探索導向群」、「感官被動導向群」、「改變環境導向群」以及「驚喜熟悉導向群」。經由分析發現各群集之年齡、婚姻狀況、一同進行攀岩的人以及攀岩經驗有顯著的差異。本研究結果可以提供給冒險旅遊的規劃者以及行銷者更加了解市場現況，以便擬定適切之行銷策略。
This study aimed to segment the adventure travelers by the optimum stimulation level (OSL). Further differences among each market segment were examined based on the adventure travelers’ socio-demographic profiles and their travel-related characteristics. Convenience sampling was used in this study. 297 questionnaires was collected to be distributed in the main survey. The survey was executed in both indoor and outdoor rock climbing fields, two were outdoor fields and three were indoor fields. During the main data analysis, factor analysis and cluster analysis were proposed techniques to segment adventure travelers into different clusters. Discriminate analysis were further used to ensure the effectiveness of each cluster. Descriptive statistics, t test, one-way ANOVA and chi-square tests were the basic statistical methods for testing the distinctions of each cluster.
Factor analysis identified nine factors from OSL. The nine factors were designated as “arousal from change”, “arousal from unusual stimuli”, “arousal from surprise”, “arousal from safety”, “arousal from inactiveness”, “arousal from environment”, “arousal from sensuality”, “arousal from exploration”, and “arousal from familiarity”. Then cluster analysis identified four distinct adventure traveler subgroups by the nine arousal factors, designated as “safety and exploration seekers”, “sensuality and inactiveness seekers”, “change and environment seekers”, and “surprise and familiarity seekers”, respectively. The adventure travelers’ age groups were significantly different among the four segments. The findings would help the adventure travel providers and marketers to understand adventure travelers better, so as to formulate strategies to target the segments effectively. |
